Scalable. Digital. Success.

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Scott is a seasoned eCommerce & Digital Marketing professional with a career spanning over 15 years building eCommerce systems and managing the Digital presence for Fortune 500 companies and currently …

Scott is a seasoned eCommerce & Digital Marketing professional with a career spanning over 15 years building eCommerce systems and managing the Digital presence for Fortune 500 companies and currently is the Web Services Division Manager at SERVPRO Industries, Inc.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

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  • 1. Scalable, Digital. Success.Taking the Next Step in Your Digital Presence Presented by: Scott VanDeBurg Web Services Division Manager
  • 2. Introduction/Agendaq  SERVPRO Overviewq  Multi-Channel Optimizationq  The Opportunity for Mobileq  The Perfect Online Marketing Programq  Developing the Digital Integrated Marketing Plan
  • 3. SERVPRO Overview•  Privately-owned•  Est. 1967 in Sacramento, CA•  Capable of servicing residential losses to multi- million dollar large-loss sites•  Headquarters located in the Nashville, TN area•  Over 1,600 Franchises in the United States and Canada•  Relationships established with major insurance companies and commercial clients.
  • 4. Multi-Channel Optimization Understand, be less wrong…
  • 5. What is a Conversion Anyway?Example Actions to Consider -  Create Wish List -  Store Locator search -  Download Mobile App -  Subscribe to Email -  Viral Marketing / Friend Referrals -  Contact Us / More Information –> Corporate Referral -  Add items to Shopping Cart / Save for Later -  Complete Order -  Product review(s) submitted -  Affiliate Program Sign-up -  Phone Orders -  Transfer to local storeIn order to really, really win, a successful marketer shouldlook at Macro + Micro. Customers + Company, Short +Medium + Long-term
  • 6. Picture RelationshipsHelps to separate and visualize the complex connectionsbetween channels – earned, paid, owned as well as eachchannel’s power to influence bottom line
  • 7. The Opportunity for MobileParadigm shift from an inconvenient interruption to life as a participation activity…
  • 8. 20% of consumer content consumption is on mobileplatforms. Main goal is to create abbreviated version offull site, or at least sort of !
  • 9. 30% of search queries are on mobile devices. Utilizeunique ad extensions to deliver hyper relevant platformspecific message
  • 10. Creation of value added content to create brandaffiliation using Utility Marketing to interrupt at thepoint of need to being a part of your customer’s life
  • 11. Be Ready for Whatever Happens The SERVPRO Solution•  Developed  Mobile  Applica/on  to   support  the  2012-­‐13  Na/onal   Adver/sing  Campaign  and  aid  Clients   in  Disaster  preparedness    
  • 12. Emergency Ready Plan Mobile Application•  Key  Features   –  Profile  management   –  Web / mobile application synchronization –  ERP sharing via designated e-mail address(s) –  Assignment of ERP completion to designated individuals –  Preferred  Franchise  selec/on   –  Online  Claim  filing   Home Screen  
  • 13. The Perfect OnlineMarketing FormulaHow to get there from here…
  • 14. Linear Conversion
  • 15. It all starts with traffic
  • 16. Developing the Digital Integrated Marketing PlanEngaging Content + Links, Press and Exposure …Lets examine each of these more closely
  • 17. How the Digital Integrated Marketing Plan Works
  • 18. Engaging Content
  • 19. “Targeted Niche” Blog Articles
  • 20. Links, Press & Social Sharing•  Targeted outreach to webmaster, bloggers and journalists. Highlight mutual value, try to relate and be sincere.•  Research category experts through Twitter, industry blogs, conference speakers lists and real-time search engines such as Topsy•  Ask professional contacts to link to your website•  Share on social media outlets, but engage, not just post the article
  • 21. Link Bait
  • 22. Viral ContentBest and Worst“Cheese declared best in world auctioned for $8400” Scandal“Angry Birds imposter strikes Android Users” Precious Things“Is the death of a prize-winning dog at the nation’s most prestigious dogshow linked to debarking” Money“The world’s least affordable cities” Overcoming the odds“Grandpa wins a billion dollars in 20-year patent dispute”
  • 23. Compendiums
  • 24. Contests
  • 25. Widgets
  • 26. Conversion OptimizationUse Videos and Pictures •  Videos should be short and interesting •  Pictures should be original, high quality and interesting to look at (i.e.: cool designs and human faces) •  Convincing photos include: your team, your facility, your work product, happy customers •  Convincing videos include: product demonstrations, press interviews, employee interviews Humanize whenever possible
  • 27. Questions ?